Experimental Activation
SickKids Airbnb
Client
SickKids Foundation
Services
The Summary
To drive a multi-million dollar fundraising goal for a new hospital wing, SickKids partnered with Airbnb to list a realistic simulation of a 1940s era hospital room. Located in an unused wing of the facility, the space hosted a 24 hour celebrity residency designed to give the public a transparent look at the urgent need for a modernized hospital.
The Problem
The goal was to capture an authentic and uninterrupted 24 hour experience without the presence of a production crew breaking the fourth wall. The challenge was to build a high-fidelity recording environment that remained completely invisible to the participants, ensuring their reactions to the cramped conditions were genuine and unforced.
The Solution
The studio implemented a non-invasive infrastructure using remote-controlled robotic cameras and a hidden video village. This technical setup allowed the team to record the residency live to tape from a separate broadcast hub, maintaining a zero-footprint presence within the simulation. By managing a real-time edit pipeline, the studio produced a constant stream of candid content that highlighted the facility's limitations and successfully drove the foundation's fundraising efforts.
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